<<We make cars, they make computers, but Apple and Ferrari join in the same passion and love towards the product, the absolute care about technology and design>> commented Luca di Montezemolo on his trip to Stanford University.

Two cult brands both based on the central role of product and design on one side, and on the ability to generate a symbolic value for customers and fans. A talent missed by many other brands.  Enzo’s legend, his passion for F1, the stories on the logo’s birth, the heroic pilots, the Italian character, the unique engine rumble are all emotional aspects supporting and going beyond the beautiful and well-crafted cars.

Will Ferrari be able to become a complete lifestyle brand through its extended range of products and the investments in brand stores?